ORIENTASI PASAR DAN INOVASI PRODUK PENGARUHNYA TERHADAP KEUNGGULAN BERSAING (Studi Pada UMKM Tenun Gedogan Kota Bima)

Small and medium enterprises are one of the leading drivers in the world economic development. Small and medium enterprises are one of the fields in absorption very significant workforce. At this time is a period of globalization where competition is getting tougher, many companies will go bankrupt or out of business if the company does not prepare the company inside current competition. The goal to be achieved is to increase market orientation and product innovation towards competitive advantage in the Gedong Weaving Small and medium enterprises (UMKM) in the City of Bima. The data used is primary data. Research sample amounting to 90 respondents. The data analysis tool in this study uses multiple linear regression. The results of this study indicate that Market orientation positive and significant effect on competitive advantage in UMKM Weaving Gedogan in Bima City, product orientation has a positive and significant effect on competitive advantage in Gedogan Weaving Small and medium enterprises (UMKM) in Bima City and there are the positive and significant influence of market orientation and product innovation has been reduced Competitive advantage in UMKM Weaving in Bima City. So that it is higher market orientation is carried out, and the higher the level of product innovation, then Increasing competitive advantage in Gedogan Weaving Small and medium enterprises (UMKM)  in Bima City.Keywords: Market Orientation, Product Innovation, Competitive Advantage